The Case for Capital Letters

Ads come to the Muses with all kinds goofs, but some are downright disrespectful. When geographic locations — countries, cities, regions or even entire continents — are used to help define a feature of a house, they deserve the courtesy of initial caps. Tile, for instance, is often named after the region that became famous for producing a particular style of ceramics. Palladian windows deserve an initial cap for a different reason altogether. They follow the style of architecture derived from the designs of the Italian architect Andrea Palladio.

Here’s a list of potential trouble makers in your ads. They all require initial caps:
French doors & windows
Mediterranean style
Mexican tile
Florida room
European cabinets
Cuban tile
Saturnia marble
Dade County pine
Chicago brick
Palladian windows
Dutch uncle (ha ha! Just wanted to see if you were still paying attention.)

I’m also having trouble with a related issue. We constantly receive ads describing small pools full of heated water used for soaking, relaxation, massage, or hydrotherapy. Many of you simply refer to this feature as a “jacuzzi.” Problem is, Jacuzzi is a brand name just like Coca-Cola and Kleenex. I went to the Jacuzzi website and it’s clear they take their brand very seriously. They even have a special hotline set up to report misuse or violation of the Jacuzzi trademark. I don’t honestly believe the Jacuzzi police are going to nab any of you, but I do keep thinking… if everyone uses the term “Jacuzzi” when referring to a run of the mill whirlpool tub, how would anyone know when your listing actually has a bona fide Jacuzzi product?

Sometimes we can learn by negative example. With that in mind, here’s how not to write your ads:

Lovely 4 bdrm, 3 bath mediterranean home with mexican tile in main living areas, cuban tile in florida rm, gourmet kitchen with european cabinets, saturnia marble baths, graceful palladian windows, french drs to pool/patio & jacuzzi, chicago brick drive, dade county pine ceilings & built-in dutch uncle.

Uh oh! Does anyone out there have a Kleenex Facial Tissue? I dribbled some Diet Coke Sweetened with Splenda, a brand owned by The Coca-Cola Company, down my chin.